To follow up on my last post about Netflix — and its probable loss of conversion on its homepage — we’d like to congratulate them on taking action on our advice. It seems they’ve implemented my first recommendation. Well, almost. Instead of changing the “coupon box” to a search box, they removed it entirely. I’m not sure if they’re testing, getting rid of coupon codes, or if they plan on putting in a search box in a follow-up test. Regardless, it’s a step in the right direction.
Meanwhile, Blockbuster missed a huge opportunity. Netflix’s coupon box mess was a huge opportunity for Blockbuster — if they were sharp enough to notice this competitive advantage — to woo customers, and likely keep them for years.
One possibility for Blockbuster would’ve been to use its “employee discount” leek as mentioned at HackingNetflix.com. To capitalize on its competitor’s conversion problems, they only needed to purchase PPC ads for “Netflix coupon,” where they could’ve offered Netflix customers a Blockbuster coupon on a customized landing page. As of today, only five ads currently appear on Google for that search term.
Moral of the story: Follow your competitors. Look for their conversion mishaps, and capitalize on them.
Reading Future Now’s GrokDotCom won’t hurt, either
P.S. — Blockbuster (BBI), are you paying attention?
P.P.S. — Got a coupon code for me, Netflix?